1. 1 NAW Association Executives Council (AEC) Summer Meeting July 14 -16, 2014 Carlsbad, CA Increasing Large Member Engagement

2. Mark S. Allen International Foodservice Distributors Association

3. International Foodservice Distributors Assoc. IFDA Members:  155 broadline and systems distributors  $127 billion in collective annual revenue  800+ distribution centers IFDA Members are:  25 of the top 25  42 of the top 50 3

4. IFDA Distributor Membership: Highly Concentrated 31% 18% 10% 4

5. Protecting against costly government legislation and regulation Lobbying Grassroots Advocacy Coalitions IFDAPAC Thomas Jefferson Awards Guidance Documents Creating events to both educate and strengthen relationships Partners Executive Forum Distribution Solutions Conf. SMart Conference Washington Insights Conf. Presidents Conference Truck Driving Champ. Executive Education (UVA) Providing information and tools to help distributors run an exceptional business Benchmarking Original Research Online Seminars White Papers Industry Information Actionable Insights Peer-to-Peer Sharing: Leadership Committees; Planning Councils; Functional Share Groups Industry Leadership: GS1 Standards; Data Accuracy and Integrity Communications: Daily and Quarterly Updates; ifdaonline.org; Member Communications IFDA…

6. How we Define a “Large Member” 6  Size is important, but we also base it on how the company manages its business  Centralized  Decentralized

7. Vision 2010 7  Created a culture of “Thought Leadership”  Thought Leaders influence others by creating, advancing and sharing ideas that help provide solutions and as a result are looked upon as a resource for insight and vision – they must “trust the brand”  Changed how our members view us - from within  Needed to change  Staff access to information and ideas  How our members viewed our capabilities and skills  How we identified and evaluated new opportunities  How our members viewed our contribution to their success

8. Member Intimacy 8  Member visits  A day to a day and a half  90% is asking questions and listening – it’s about them  Set 45 minute meetings with  C-suite  Key executives  Functional heads  Have them review their strategy  Probe their challenges and opportunities  Review association activities where applicable – don’t assume they know what we do  Regular contact throughout the year

9. Changing How Large Companies Think About IFDA 9  Opportunities to lead  Military contracting  Congressional investigation  GPO’s – mitigating the risks of “price extendibility”  Customer demands – repeal of the RFS  Where we had to say NO  Vendor-specific issues  Competitive issues

10. Mark S. Allen International Foodservice Distributors Association

11. Smart Practices. Sustainable Solutions. Increasing Large Member Engagement NAW AEC Summer Meeting July 2014

12. Challenges Association wants large member commitment and active participation. What can we provide that they can’t do for themselves?

13. Challenges Sometimes our advocacy goals don’t align. Three manufacturers in each segment have 90% of market share, so they aren’t interested in statistics.

14. Possible Solution: VIP Member Category Greater exposure to a high level audience Social responsibility platform

15. IA Membership Categories & Dues

16. New Platinum Membership Category Manufacturer = $27,500; Distributor $20,000

17. New Platinum Membership Category

18. Other Unwritten Benefits High level staff liaison Board consideration First sponsorship options Article opportunities Webinar hosts VIP events, e.g., breakfast the keynote Other volunteer placement

19. Pros and Cons +New revenue for the association +Large members love the exposure and VIP treatment –Only 10 companies are viable targets –Potential perception by small members that we are elitist.

20. Happy Smart Irrigation Month! www.smartirrigationmonth.org

21. Deborah Hamlin, CAE, FASAE Irrigation Association Chief Executive Officer deborahhamlin@irrigation.org

22. Electro-Federation Canada

23. Electrical Council Manufacturers 130 Distributors 51 Reps ) 49 82% 15% 3%

24. Distributors Range – 1.5 Billion - Under 20 m. Top 5 – represent about 80% of business. Distributor fees – Over $30,000 to under $2000

25. Role of Association Association is a member numbers game… the size and structure of your association is based on the membership numbers not on $$. Thousands of Members (nurses association) Newsletter Conference Trade show Education GR Affiliate programs (Insurance) Credit card programs Savings on items Web: Membership drive Couple of Members (soft drink association) GR Statistics Outreach to member customers Public PR Conference – meetings Web: No application for membership, no drive, just PR.

26. Large members Conference – meeting opportunity - not part of a buying group Statistics – market share is huge with large players, sales and growth can determine bonuses Government relations – codes and standards, sustainability, compliance Research that tells them something they don’t know Employee training system Any industry initiatives that involve cooperation – – E-commerce, one voice to manufacturers

27. Model Lots of small members CEO that knows associations One person per company Committees tend to be main contacts Focus on association work Few large members, CEO that knows the industry Go deep, rely on more than one person Involve levels in project committees, larger database Focus on industry issues